Initiative Media bags Zydus Cadila Healthcare AoR account

It is the second major account to be won by Initiative media in Ahmedabad, where they already handle the Idea cellular business. Says Ashish Bhasin, President Initiative Media, "We are very proud of this win and are very confident of offering the best media product to Zydus Cadila Healthcare Ltd."

Delving on how this account came to Initiative media, adds a visibly excited S Yesudas, Vice President, Initiative Media, "This is an amazing victory for us. We spotted a small piece on the Net about Cadila's advertising plans. As it sounded really interesting, we immediately contacted the client. By this time the client was on the verge of assigning the account to one of the other agencies, which had pitched. Mudra's OMD, Media Edge & Maximise were in the fray, among others. However, we got a chance to make a presentation, and came out winners".

The campaign that would break by the month-end would largely be television driven. The creative for Zydus Cadila Healthcare is handled by Mudra and Triton.